This Girl Can is back with a new TV advert

This Girl Can is back with a new TV advert

Posted: Tue, 14 Jan 2020 10:51

This Girl Can is back with a new TV advert

The film shows the raw, unfiltered reality of women exercising

This Girl Can is back with a brand-new TV advert to inspire more women and girls to take part in sport and physical activity.

The advert, which will premiere nationally this Friday, shows the raw, unfiltered reality of women exercising in whatever way that works for them.

Lisa O'Keefe, Sport England director of insight, hopes the advert will convince women they don't need to be in shape or super confident in their bodies to take part.

"This Girl Can is about helping women feel confident, so they can overcome the fears about being judged that our research showed was stopping many from getting active," she said.

"Since we launched five years ago, we're seeing more relatable images in advertising and social media, but there's a long way to go until women's lives are being shown in a realistic way.

"We've designed the new adverts to show things we're still not seeing - women using exercise to manage period symptoms or juggling motherhood - all while celebrating women of all shapes, sizes, abilities and backgrounds."

Launched in 2015, This Girl Can has been working to address the significant gender gap found in sports and exercise, to build women's confidence around being active, and help them meet the Chief Medical Officers' guidelines.

Since it was launched, the campaign has already inspired more than 3.5 million women to act but there's still a lot to do, with 40% of women aged 16 and over not active enough to get the full health benefits of sport and physical activity, compared to 35% of men.

The campaign was based on the insight that 75% of women say they want to do more sporting activities or exercise, but one of the unifying barriers found to be holding them back is a fear of judgement.

The new advert has been created on the back of new research by us that reveals 63% of women who see slim, toned bodies on social media sites say this has a negative impact on them.

Nearly a quarter (24%) who follow fitness influencers, say they make them feel bad about themselves, while less than a fifth (18%) of these women find fitness influencers relatable.

The campaign is calling for influencers, media and brands to feature more realistic and diverse imagery of women to promote sport and physical activity.

Tags: Featured, This Girl Can, Women and Girls

Partners and Sponsors

Partners and Sponsors

  • Sport England
    Active Partnerships
    Somerset Business Award Winner
    Somerset Chamber of Commerce
    CPSU
    Disability Confident
  • Somerset Skills & Learning
    Youth Sport Trust
    activity alliance
    pluss
    Sedgemoor District Council
    Avon & Somerset Police
  • South Somerset District Council
    Somerset Partnership
    Yeovil Hospital Healthcare
    Taunton & West Somerset Council
    Mendip District Council
    Homes in Sedgemoor
  • Macmillan Cancer Support
    Spark Somerset
    YMCA Dulverton Group
    Department for Work & Pensions
    EDF
    Somerset CCG
  • SAPHTO
    together team
    Somerset Cricket Board
    British American Football Association
    Badminton England
    Somerset FA
  • British Cycling
    Create Development
    Children in Need
    The Salvation Army
    Somerset County Council
    Lifeline
  • Channel Adventure
    Nova Sports & Coaching
    Zing Somerset
    Sports Coach UK